department of informatics

Customer Performance Measurement


Customer Performance Measurement (CPM) is the acquisition, analysis and the evaluation of performance-related customer information and an important task of (analytical) Customer Relationship Management (CRM).

A Customer Performance Measurement System (CPMS) is therefore a CRM system used to analyse, evaluate, control and communicate customer performance and customer strategies.

CPM is an important instrument of analytical Customer Relationship Management (aCRM) in order to improve the efficiency and effectiveness of process and customer management.
Hearth of the aCRM resp. CPM is a relational customer database and a customer data warehouse.

CRM Application Architecture

CPM has to rely on an adequate number Customer Performance Indicators (CPIs), which can be defined as customer-related monetary or non-monetary criteria (measures, metrics, indices, figures or ratios) about customer performance. Examples of important CPIs are:

  • Customer value
  • Customer satisfaction
  • Customer loyalty and retention
  • Customer equity
  • Customer turnover, margins, profit, etc.


  • Darius Zumstein: Customer Performance Measurement - Analysis of the Benefit of a Fuzzy Classification Approach in Customer Relationship Management, Master Thesis, University of Fribourg, 2007.
    Download Master Thesis (PDF, 4'611 KB).
  • Darius Zumstein, Nicolas Werro and Andreas Meier: Fuzzy Portfolio Analysis for Strategic Customer Relationship Management, Internal Working Paper no 07-01, University of Fribourg, Switzerland, Januar 2007.